X3M Ideas has partnered with the University of Lagos (UNILAG) Public Relations and Advertising (PRAD) Club to support PRADWAVE 5.0, the institution’s flagship student communications competition, strengthening efforts to prepare undergraduates for careers in marketing, advertising and public relations.
The collaboration combined financial sponsorship with direct industry engagement, as the independent creative agency assigned senior executives to assess campaign entries submitted by participating student teams. Their evaluation narrowed the competition to five finalists, who later presented their ideas before the event’s judging panel.
According to Brandspur Brand News, the initiative also featured a knowledge-sharing session led by X3M Ideas’ Creative Director, Sola Mosuro, who engaged students on current trends, creative thinking and the realities of building successful careers within the communications industry.
Beyond supporting the competition itself, X3M Ideas announced internship opportunities for three outstanding participants, giving selected students the chance to gain practical experience within one of Africa’s leading creative agencies. The partnership was coordinated by the agency’s Head of Strategy, Ayoade Omolola, who oversaw the sponsorship, judging process and internship programme.
The agency said the partnership reflects its long-term commitment to investing in young talent and strengthening the pipeline of skilled professionals entering Nigeria’s creative and marketing industries. By working directly with students before graduation, the company aims to bridge the gap between classroom learning and professional practice.
UNILAG PRAD Club also welcomed the collaboration, describing it as a valuable opportunity for students to engage with industry professionals, showcase innovative campaign ideas and build relationships that could support their future careers.
PRADWAVE has become one of the university’s leading student-led communications platforms, bringing together aspiring public relations and advertising professionals to compete, learn from industry experts and gain exposure to real-world creative challenges. The latest partnership further highlights the growing role of private-sector collaboration in developing the next generation of Nigeria’s communications and marketing workforce.
